American Lock Offers New Merchandising Line-up

American Lock has locked up a new approach for both its commercial and retail accounts, providing new merchandising pieces for distributors and locksmiths as well as home centers and mass merchants. Each program features different components for each channel of trade.The commercial program consists of two product display boards created by Advertising Promotions of Elk Grove Village, Ill. The boards, measuring 16 inches wide and 12 inches high, are constructed of a high-impact white plastic and show actual samples of the products. "They replace older display boards that were much darker in appearance and were becoming outdated," explains Kristen Gehrig, marketing coordinator for the Crete, Ill.-based manufacturer. "These also are more versatile and durable."One display promotes four of the company's products: solid steel, solid aluminum, solid brass and laminated steel padlocks. They are described on the panel as being the security solution for a broad range of commercial, industrial and residential applications. "The board is designed to allow the viewer to examine our padlocks close up," says Pam Yorke, marketing coordinator.The second board shows the company's flagship padlock, the Model 700, in a cutaway form to allow viewers to seethe components and working mechanisms. The major elements are pinpointed and described.The boards are available with all required mounting hardware to allow them to be used as a countertop display or on slatwall or pegboard. They serve as part of an on-going program to entice distributors with showrooms and retail locksmiths into committing to larger programs, Gehrig says, and come free with a minimum order. "We are using them in a promotional way, but they aren't going away," she notes. "They've gotten a really good response and have become a very popular item for us already."The second merchandising program, aimed at mass merchants and home centers selling the company's combination locks, represents a new approach for the company, Gehrig says. "We wanted to create a format that would allow retailers to cross-merchandise our locks and use them as impulse items as well."The corrugated display, created by Cameo Container Corp., Chicago, with graphics produced via a lithographed label by Bradley Printing Co., Des Plaines, Ill., holds 48 combination locks. It measures about 14 inches square and stands about 5 feet tall with the header.Although some of the displays were released into the market last spring, the major push came in June to encourage their use for a Back-To-School effort in August, says Phil Settecase, vice president of sales and marketing. "The floor displays were designed for retailers who want an organized display to attract and educate customers." The company encouraged retailers to locate the display in home-office or school-supply aisles, allowing it to act as an impulse unit or cross merchandiser.Supporting this effort is a countertop display prepacked with three padlock models. Featuring the same theme and graphic approach as the floor model, the display holds 24 units of the company's padlocks."When floor space is limited, this display offers an effective approach for displaying the most-popular padlocks," says Settecase. "It's perfect for generating impulse sales."

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